Boots ration 'miracle cream'

4th May 2007

Boots have rationed an anti-ageing beauty serum which received good reviews on BBC2’s Horizon programme.

Shoppers will be restricted to the purchase of one bottle per person when the No7 Protect & Perfect cream is released on 4 May. The company are aiming to stop customers selling the cream on eBay by limiting purchases.

The serum sold out following the broadcast of Horizon at the end of March. The cream was the subject of a scientific study at Manchester University, which showed it could repair skin damage.

50,000 women in Britain have signed up to waiting lists to receive the product.

Graham Hardy, head of customer care at Boots, commented: "We've heard many stories as to why women should be top of the list to receive the serum, including 'It's my son's wedding in three months' time'.

"Most women don't even know the name of the serum, simply referring it as the miracle cream, vanishing cream or simply as 'that cream'."

Boots manufactures the cream at its headquarters in Nottingham and aims to stock 160,000 bottles. It will open four of its flagship stores at 7am to satisfy the anticipated demand, including its Oxford Street branch in London and the Princes Street shop in Edinburgh.